Segmenting Potential Market of Second Home Based on Vacational Lifestyle in Taiwan

• Main Authors: Chi-Chen Chiang, 江奇真
• Other Authors: Sheng-Jung Ou
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/69803761467058505721

碩士 === 國立中興大學 === 園藝學系所 === 96 === The related issues of second home, integrating housing with leisure concept, have been frequently discussed in western countries in recent years. Most of the researches have focused on the functions of second home, owners’ purchase motivation, and the impact on countryside areas. On the contrary, the concept of second home has just been brought up few years ago, not many second home related researches have been done. Therefore, the major purpose of this study is to understand the potential market of second home and possible purchase motivation and attraction in Taiwan. Meanwhile, this study also tries to use vacational lifestyle variables to segment the potential market and discusses the characteristics and the differences between segments in order to provide the related business with valid information for future development. This study uses questionnaire survey as a tool to collect the required data from Ching-Sheui Service Area in Formosa Freeway. Totally, 505 valid samples were collected. After performing factor analysis and cluster analysis, using vacational lifestyle as input variables, respondents are classified into five groups, named as being active vacationist, loving nature vacationist, purchasing wild adventure vacationist, enjoying fashion vacationist, and emphasizing family leisure vacationist. The results also indicate that there are significant differences in the variables of acceptable price of buying second home and purchase attraction among these five groups. In addition, each group has a unique socio-economic profile in terms of gender, vocation, monthly income, and marital status. Furthermore, for most of the respondents, the major motivation of buying second home is for vacation on the weekend. The most important consideration factor of buying second home is the situation of surrounding natural environment, especially, whether the site of second home is adjacent to pastoral landscape or not. As to the acceptable price and visiting frequency, most of respondents feel that 3,010,000 to 6,000,000 NTD is fair enough and will visit their second home once a month. Overall to say, the study has successfully used vacational lifestyle variables to classify respondents into five segments that have significant differences in socio-demographics variables, purchase motivation and attraction. The second home related business can carefully evaluate, select the most appropriate market niche, and propose marketing strategies based upon the results shown in this study.